Is hypertext important to Google?
It sure is. Hypertext is ordinary text with hyperlinks embedded in the copy. You should never see instructions to click here. Hypertext content is not meant to be read lineally. Instead, reading hypertext is random, chaotic, slightly disorientating as you hop around from one text to another, gleaning the bits you want, as you build your own story.
Older readers really struggle without the prop of a linear structure, and they also struggle with the notion that there isn’t a closed text (if you print out your emails, or your favourite web pages, you belong to this group).
But hypertext is foundational to the web, and so Google rewards texts (content, blogs etc) that have rich internal contextual linking. These are texts that have been well crafted, and also texts that encourage readers to hop off somewhere else; they are texts that want to help; not to sell. You should always encourage readers to hop off to a site that might be more helpful, if you’re site isn’t helpful, make it helpful, don’t encourage a buying decision that is invalid.
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